Exploring the role of community-based enterprises in consumers’ voluntary clothing disposition via UK swapping events using theory of social practice

Purpose This paper aims to explore consumers’ voluntary disposition practices through swapping events organised by community-based enterprises. The paper investigates consumers’ decision-making strategies and factors affecting voluntary clothing disposition via public swapping events across the UK. Design/methodology/approach This paper investigates UK swapping events, through conducting 18 semi-structured consumer interviews. Data were transcribed and analysed using the seven-step guide proposed by Easterby-Smith et al. (2018). Findings Findings indicate that within community-based enterprises an implicit social contract emerges between the enterprises and swappers which has an influence on the clothing brought to swaps, thereby impacting the competence and meaning elements of practice. This is linked to peer-pressure susceptibility which affects consumers’ participation in swapping. The findings further reveal an emerging consumer strategy aiding decision-making process regarding items brought to swaps. The use of a particular strategy is found to be linked with the respective level of swapping expertise. Research limitations/implications Though the interviews provide a rich narrative, this paper is limited by its sample size meaning data cannot be generalised. Although the data is limited by singular country perspective, research participants were recruited from across the UK, thus, offering a broad picture of the swapping practice. Originality/value This paper contributes to and advances an understanding of swapping events organised by community-based enterprises. The theory of social practice lens offers a unique viewpoint on the elements influencing the consumers’ decision-making process with reference to voluntary disposition.